ComScore, PushSpring partner to ease mobile ad buying process

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Through the partnership, marketers can target based on mobile app consumption, demographics and location. (istock/Jacob Ammentorp Lund)

ComScore is partnering with mobile-originated data provider PushSpring to streamline the process for marketers to plan and push mobile ad campaigns.

ComScore clients get access to the mobile measurement solution for defining mobile audiences and can then send over to PushSpring for same-day campaign execution through a data management platform or demand side platform.

"The move towards audience-based buying and programmatic offers new opportunities for marketers to engage with consumers," said Brandon Zirkle, vice president of partnerships at PushSpring, in a statement. "The PushSpring/comScore integration ties the planning experience and the activation and programmatic buying experience together, so marketers can seamlessly find and reach the right audiences on mobile and across devices."

Through the partnership, marketers can target based on mobile app consumption, demographics and location.

"Our customers need to meet consumers where they are—and that's increasingly on mobile," said Dan Hess, chief product officer at ComScore, in a statement. "Our integration with PushSpring allows our clients to segment and activate mobile audiences more quickly and efficiently. This builds on comScore's commitment to closing the loop across all channels and all stages of the media buying cycle—be it planning, transacting or evaluating."

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ComScore is giving automatic PushSpring access to all of its existing Mobile Metrix subscribers. The company’s new partnership comes roughly two months after ComScore announced a team-up with Transform combining ComScore’s local TV information with Transform’s proprietary platform to let broadcasters look at ratings, video metadata, audience listening, promotional and marketing data.

“In today’s competitive local news landscape, making the right decisions for everything from investing in new sets and brand positioning to talent, story order, cadence and topic, can deliver a significant difference to topline revenue and bottomline profitability,” said Steve Walsh, executive vice president of local markets for ComScore, in a statement. “comScore is excited to partner with Transform on the Local News Intelligence service, to help stations make more informed decisions on their news product.”